Introducing the mask that inspired the Seattle Seahawks logo

Since its debut in 1975, people have been speculating about the design influence for the Seattle Seahawks team logo, but until recently, a specific object that most likely inspired the designers had not been identified.

Copyright: Burke Museum of Natural History & Culture, Seattle, WA.

At the time of the 1975 logo design, the central and northern Northwest Coast art (traditional to the Tlingit, Haida, Tsimshian and Kwakwaka’wakw tribes of Alaska and northern British Columbia) were the most readily recognized design styles from the Pacific Northwest Coast.

The reasons for this are multi-faceted going back to the late 19th century popularity of the totem poles, seen by tourists on steam ship trips traveling to Alaska and British Columbia. One of these poles was appropriated (literally stolen) and used as a symbol of Seattle starting in 1899, gaining even more popularity during the Alaska Yukon Pacific Exposition of 1909. (1)

Burke Museum Curator Emeritus Bill Holm’s pivotal 1965 book, Northwest Coast Indian Art: An Analysis of Form (2), provided us with the vocabulary now used to describe this northern art style, further bringing this northern design system into public awareness.

These northern Northwest Coast art forms eclipsed the more subtle and private expressions of art made by the local Coast Salish tribes throughout western Washington, until local Coast Salish artists such as William Shelton and Joseph Hillaire began carving Salish-style “Story Poles” and displaying them publicly throughout the region. (3)

The original Seahawks logo designers referenced books about Northwest Coast art for the design inspiration:

(Seahawks general manager) Thompson said the NFL firm did refer to some books on Northwest Indian culture. 'Our intent was to follow the Northwest Indian culture, but there was no condition placed on them (NFL) in designing.'(4)

I recently asked Bill Holm if the NFL designers had ever contacted him, and he said no, they never did, but that he knew they had relied on published illustrations of the art.

Reaching to his bookshelf, he pulled Robert Bruce Inverarity’s 1950 book, Art of the Northwest Coast Indians (5), off the shelf, and flipping through the illustrations he found the most likely source for the Seahawks logo: a Kwakwaka’wakw transformation mask depicting an eagle (in its closed form) with a human face inside (revealed when the mask opens when danced).

Kwakwaka'wakw transformation mask in its closed form
Published in Robert Bruce Inverarity's book,Art of the Northwest Coast Indians, 1950.

Kwakwaka'wakw transformation mask in its opened form
Published in Robert Bruce Inverarity's book,Art of the Northwest Coast Indians, 1950.

The sweep of the bold painted line around the front of the eyesocket and back of the mouth, the open-ended eyelid lines, and the line of the mouth and beak all match nicely with the original Seattle Seahawks logo. The origin of this mask is half-way between Alaska and Seattle on the northeast side of Vancouver Island.

In 1975, reacting to the first Seahawks logo, artist Marvin Oliver (Quinault/Isleta) who had studied with Bill Holm, offered a redesigned logo that he felt adhered more closely to the northern Northwest Coast “formline” design principles of northern design explained in Holm's book. (6)

Since Seattle is on the traditional lands of the Coast Salish, and is named for a prominent Duwamish/Suquamish (Coast Salish) leader, Chief Sealth, it might have been more appropriate for the NFL to have been inspired by a Coast Salish design.

Still, it's fascinating to learn of this Kwakwaka’wakw mask that could have inspired the original Seattle Seahawks logo, and I look forward to seeing what concepts other First Nations artists create in the future.

3: See Pauline Hillaire, Pauline, A Totem Pole History: The
Work of Lummi Carver Joe Hillaire. Lincoln, NE: University of Nebraska Press;
20134: See Emmett O'Connell, The time when the King County Arts Commission complained about the cultural insensitivity of the Seahawks logo, Olympia Time, November 28, 2013, link to article.

5: Robert Bruce Inverarity, Art of the Northwest Coast Indians, University of California Press, 19506: Northwest Indian News, September 1975

Thank you for such an interesting insight on the logo design!! I love that the logo is based on a historic, cultural item of the Pacific NW but has been modernized. It has much more meaning and reflective of our regional culture. Go Hawks!

It is such an honor to know that my 2nd cousin designed the orginam Seahawk logo! Thank you cousin Marven. If anyone knows how talented Marven Oliver, please share with us! In fact when we celebrated his fathers(Uncle Emmett Oliver) 100th birthday in December, Marven handmade paddle ornaments for all the guests. A true treasure to have. ( he even signed then too) Thank you Cousin Marven for sharing your talent with all of us in the Pacific North west! God Bless you cousin!

I think the Seahawks purchased the team name from Peninsula High, but I think the logo was "designed" independently. I do hope you are correct that the logo design was properly acquired and not appropriated (literally stolen).

I wonder.... how would the Seattle Seahawks re-act if I printed my transformation Seahawks design onto shirts. A Kwakwaka'wakw native artist using a Kwakwaka'wakw transformation mask which inspired the Seattle Seahawks logo AND inspired my Kwakwaka'wakw Seahawks transformation design... revised design can be viewed at http://haroldalfred.com/ShowPage

I love this story, I agree that the earlier one is more authentic to the source. I question the change of expression in the newer version. Why take an aggressive stance? Can't we be proactive and decisive winners with out adding the meanness implied by a lowered brow?

Well, you have done really a great job and hope your research will end soon but I would say it's not sure that you get the right answer without getting in touch with the logo designer as that person can only tell you the right inspiration behind that.

Well, you have done really a great job and hope your research will end soon but I would say it's not sure that you get the right answer without getting in touch with the logo designer as that person can only tell you the right inspiration behind that.

It's a shame when cultures are ripped off and identities are stolen for profits. At least a percentage of the money made off of the logo should go to its rightful owners, those of Kwakwaka’wakw descent.

“Does anyone know the name of the design firm that submitted the final logo to the Hawks and NFL? I have heard they may have been Australian.”

The Seattle franchise chose the name, “Seahawks”, back in 1975, and unveiled the new logo a few months later. But the design of the logo had not been outsourced to an independent design firm.

While the franchise identified the logo as drawing inspiration from Kwakiutl and Haida traditions, the logo and the uniform design were actually created not by the franchise, or an outside firm, but by NFL Properties, which set up an internal design team for the project (coördinating their work with the club’s owners). The team members were design professionals in the regular employ of NFL Properties: Michael Gaines supervised the team, and a southern Californian of Japanese-American descent, Amy Yutani, was lead designer on the project.

A fascinating analysis of the original Seahawks logo shows how it combined some disparate, even unlikely, elements, including aspects of the eye of the Egyptian deity Horus! See:

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